FITURNEXT 2027 Challenge: How Can Tourism Contribute to Preserving and Promoting Cultural Identity

FITUR, the International Tourism Trade Fair organized by IFEMA MADRID, has announced the eighth edition of its FITURNEXT Sustainability Observatory, whose 2027 Challenge will be "How can tourism contribute to the preservation and promotion of cultural identity". The Observatory invites initiatives that foster balance between tourism and cultural identity to apply until August 31; projects, assessed through replicability and impact barometers, will be awarded during FITUR, from January 20 to 24, 2027. The challenge tackles risks such as cultural homogenization and gentrification, arguing that local identity — memory, crafts, territory and worldview — is a strategic asset rather than a mere consumption backdrop. Aligned with UN Sustainable Development Goals (11.4, 8.9, 8 and 10), the call is open to companies, public administrations and organizations in three categories: heritage revitalization and regeneration, identity-based tourism initiatives driven by the local community, and creation of identity-based tourism products that avoid cultural appropriation and ensure a genuine narrative. Winners and finalists will take part in activities at the FITUR 2027 stand and subsequent actions, benefiting from the visibility of the FITURNEXT community.